Corporate Social Responsibility Communication Effects: A Comparison between Investor-Owned Banks and Member-Owned Banks

Charlotte Lecuyer, Sonia Capelli, and William Sabadie

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

MANAGEMENT SLANT

  • When the company is a member-owned business, rather than an investor-owned business, and communicates a corporate social responsibility (CSR) message, it evokes stronger purchase intentions.
  • If they seek to optimize their CSR communication strategies, member-owned businesses should highlight their governance mode in their CSR communications, but investor-owned businesses generally should not.

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